On The Legal Supervision Of Advertising From We-Media

With the arrival of "Internet +" era, the rapid development of big data and mobile internet technology has changed people's habits and behavior, and thus born a series of new media. The so-called We-Media Advertisement is the production of the combination of media and advertising with Web3.0 technologies.Specifically, We-Media Advertisement refers to the information dissemination behavior that advertiser used to promote their goods and services through multiple ways of text, image, voice, video, link, and other forms. It is essentially not very different with the traditional internet advertising, but when compared to the traditional internet advertising, We-Media Advertisement got a unique advantage. It can spread in a one-to-N way relying on self-media platforms and it has a wide range of propagation which could make the spread more quickly and easily. At the same time, the self-media platform has its own following mechanism and forwarding function which allowed advertisement to spread from "point to surface" to "surface to surface". This approach is highly interactive and open, not only can meet the individual needs, but also let advertisers greatly improve the accuracy of advertising, thus reduce the cost of advertising and increase return on investment.At the same time of rapid development, there are some problems of We-Media Advertisement inevitably, particularly in terms of legal regulation. At present, the internet advertising is regulated mainly by "Advertising Law" and "People's Republic of China Advertising Regulations", additionally there are some local regulations. Due to the lag and limitations of the existing legal system, We-Media Advertisement can not be fully legal effectively regulated. What's more, there are still unfair competition behaviors such as the unclear qualification of advertising subject, the hard-to-defined advertising diversification, the use of new e-technologies on illegal advertising and hidden advertising as well as ambiguity of power and duties caused by inadequate supervision. Since We-Media Advertisement mainly relies on its own media platform to spread, it is not enough that we only count on the original legal system and thinking mode to conduct regulation and supervision.This paper started with the concept of We-Media Advertisement, introduced the current situation of China's development and legislative regulation of We-Media Advertisement. Emphatically Analyzed the main problems existing in We-Media Advertisement. Meanwhile experiences of developed countries were used for reference to further improve our self-regulatory and put forward effective proposals and solutions which included improving the legal system and administrative law enforcement system, exploring new models of self-regulation and the integration with social supervision. The paper adopted holistic approach and comprehensive analysis in order to meet the development requirement of the time and enable a positive impetus for the stable development of China's market economy.